Engaging Employees Through Your Brand

Branding is well established as a marketing strategy, and, for most enterprises today, no market is more competitive than the market for employees. The challenge to employers is not only to make potential employees aware of their company as a good place to work and bring the best applicants successfully through the recruitment and hiring process, but to retain them and ensure their understanding of the company’s goals and commitment to them. As a competitive response, organizations are turning increasingly to strategies of “employer branding.” Some companies use separate, dedicated employer branding efforts, while others pursue broader corporate brandingstrategies.